Downlite, The Company Store in Exclusive PrimaLoft License

Luxury utility bedding producer Downlite and direct-to-consumer retailer The Company Store have secured exclusive licensing agreements to manufacture and sell bedding products made with PrimaLoft brand luxury down alternative fill.

Downlite currently offers PrimaLoft comforters, blankets, mattress toppers and pillows that are sold through specialty stores, department stores and catalogs. Last month at the New York Home Fashions Market, Downlite debuted three new PrimaLoft collections: PrimaLoft Thermo, PrimaLoft Support and PrimaLoft Memory.

“We have been working with Downlite and The Company Store for over 15 years and they are excellent partners,” said Joe Rumiesz, vp and gm, PrimaLoft. “They see the tremendous value in the PrimaLoft brand and are as committed as we are in upholding its integrity. We feel the brand is in good hands.”

Under the licensing agreements, PrimaLoft maintains the right to oversee quality control and to manage brand positioning, marketing and distribution channels of PrimaLoft home furnishing products.

“The Company Store is proud to continue its long-standing relationship with PrimaLoft,” said Don Kelley, president of Hanover Direct, parent company of The Company Store, which began carrying PrimaLoft goods 15 years ago.

It is currently offered in LaCrosse comforters and blankets, as well as mattress toppers and pillows. The February 2010 Company Store catalog features PrimaLoft Deluxe for the first time.